In last year, Apple announced to launch of iOS 14. The update system implements two new policies for social advertising: Tracking Transparency Prompt and Tracking Transparency Prompt. These two policies are enforced for all phones operating on iOS 14. The users could select either opt-in of tracking or opt-out of tracking by themselves and it severely restricts Facebook’s ability of data collecting.
How does Facebook deal with that?
These changes influence advertising ability for many businesses who adopt the social media platforms like Facebook. To help with that, Facebook adjusts the measurements and metrics of the attribution window. Meanwhile, Facebook implements Aggregated Event Measurement, a new tool uses tracking and measure the general performance of ads.
The users of Facebook ads will set the attribution window when they create their ads. The function of the attribution window is to measure the number of days between when a person viewed or clicked your ad and subsequently took an action. If iOS 14 users opt-out of tracking, Facebook could not target the potential customers accurately in a specific period. It means, Facebook’s ability to provide advertising to potential customers decreases, which will impact the performance of Facebook ads.
With the new attribution setting update, 28-day click, and 28-day view will not be supported, to be replaced by the new four selections. The initial default changes to 7-day click and 1-day view. The move is intended to improve the accuracy of advertising performance analysis, to provide more accurate advertising performance analysis reports to businesses.
Aggregated Event Measurement
If iOS 14 users opt-in to tracking, Facebook can rack up to multiple events when they visit a business’ website (eg. Page View, Purchase, Add to Cart etc.). There are 8 eight standard events. iOS 14 do not support custom events. Therefore, advertisers have to choose the events from the preset list of Facebook.
If users opt-out of tracking, Facebook could only receive a single event from a specific domain. The event is based on a priority list which is set by the advertiser. If the user does not finish the top event, the data of the next-highest event that the user completes will be sent to the advertiser. Thus, advertisers must consider prioritising the conversion event list.
How to optimize your Facebook ads?
The users of Facebook Ads should set your Aggregated Event Measurement firstly to measure the events of iOS 14 users.
- Domain Verification, especially, if your account has multiple Pixels.
- The advertiser will select relevant events based on the objective of the ads (e.g., Conversions Campaigns and Purchases) and decide the hierarchical list.
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